The "other side" does not consider themselves anti-consumer. You disagree with them on what anti-consumer means, but they have their own reasons to consider their position pro-consumer and you are doing debate a disservice by ignoring that.
They do consider themselves anti-regulation and anti-government in general, but they are not (mostly) anarchists, they do agree with some regulation and government, they just want the minimum possible and thus place a high bar on how bad the alternatives must be before they will agree to regulation/government.
They do consider themselves anti-regulation and anti-government in general, but they are not (mostly) anarchists, they do agree with some regulation and government, they just want the minimum possible and thus place a high bar on how bad the alternatives must be before they will agree to regulation/government.